EXTERNAL FACTORS MOTIVATING SUCCESSFUL WOMEN ENTREPRENEURS: A STUDY OF WOMEN ENTREPRENEURS COMMUNITY IN A RURAL AREA

Abstract

Traditional or rural societies typically maintain the cultural assumption that female
entrepreneurship is unusual or taboo. Despite this assumption, many women in rural areas are,
in fact, successful entrepreneurs, and they even act as the backbone of their family.
Accordingly, this study investigated this phenomenon occurring in a community of the
Pagentan Village in the Singosari District, Malang Regency. The purpose of this study was to
examine the external factors affecting women in rural areas that made them successful in
developing their businesses and the conflicts that continue to challenge them. Moreover, this
is a qualitative research employing a phenomenological approach. Last, the conclusion of this
research indicates that external factors encouraging the success of rural women
entrepreneurship includes family support, environmental support, and supervisory institutions.
The findings of this study can be used as a reference for inspiration to increase the number of
women entrepreneurs in Indonesia, especially in rural areas. In addition, it can also be used as
a reference for motivation to encourage women in becoming entrepreneurs.